Globally-crafted home goods startup, Yūgen Home
A dream many years in the making, Yūgen is an online-based store dedicated to craftsmanship from artisans around the globe. Partnering with small business owners, each product is sustainable, small batch, and makes the world a better place. For this project, creating images and marketing materials was the final step in getting this startup off the ground and these handcrafted items to their new homes.
From the beginning, we knew we didn’t want traditional product photography. Yūgen’s founder, Heidi Cross, hoped for an aesthetic that captured a timelessness and richness surpassing the current trends of expansive white kitchens.
Going for a cinematic, gritty vibe, each image set is anchored in texture and history. Thick, knobly linen, 120-year-old plaster walls, a vintage hand-made cart, awash in a warm, evening glow. The result is an aesthetic that is both still-life art and an ode to the handiwork of Yūgen’s artisan partners.
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Creative Direction
Set Design + Styling
Photography
